Design Within Reach (DWR) makes authentic modern design accessible to anyone. The company’s offerings of iconic furniture designs—like those by Eames and Noguchi—are stylish and built to last a lifetime. By transforming its business with Salesforce, the company makes data and information as easily accessible as its once hard-to-find Bertoia chairs.
DWR’s first customers were individuals with an eye for mid-century modern. Today the company serves everyone from purchasing agents outfitting major hotels to small interior designers to individual consumers saving for an Eames Lounge and Ottoman. And a new contract sales division works primarily with large architectural or design firms. As the company’s business expanded from residential to commercial, it needed to make it easier for employees to work together to help customers.
According to Bethany Kemp, VP of Information Systems, “There’s a lot more competition online than there was in the early days of our business, so it’s more important than ever that we build close connections with all of our customers. We need to customize every communication and interaction. And we’re offering more personalized services—like helping customers design their spaces—to build loyalty and differentiate ourselves from other furniture providers.”
DWR initially tapped Salesforce to track opportunities and assign leads. Custom Web forms ensure that new customers are quickly routed to the right person for quick response and a faster close. Salesforce also helps DWR’s service center manage cases and keeps detailed records of all interactions via email, phone, or the Web so account executives can answer questions and solve issues as quickly as possible. Chatter helps everyone stay connected and collaborate across every level of the company to help customers. And Remedyforce helps DWR manage internal cases for the IT team.
DWR's sales reps use iPads and iPhones to show presentations, look up customer information in Salesforce, input opportunities, and place orders. With the Salesforce1 Mobile App, they can easily manage opportunities and leads, check order status, and find product information. And they can quickly get answers for product-related questions—like dimension details, available finished, or when a backordered item will become available. "Commercial sales have a longer lead time —as much as 6 months,” explains Kemp. “The Salesforce1 Customer Platform is helping us expand our capabilities so we can serve commercial customers on site.”
DWR also plans to roll the Salesforce1 Mobile App out to all of its studio reps. Instead of being tied to desktops, reps will be able to access client profiles from anywhere, and input new information while working with them. They will also be able to place new orders from their phones, with full back office integration for invoicing and fulfillment.
"With the Salesforce1 Customer Platform, we'll take clienteling to a new level and offer the kind of personalized service our customers want."